Academic journal article International Journal of Marketing Studies

Customer Satisfaction Modeling in Hotel Industry: A Case Study of Kish Island in Iran

Academic journal article International Journal of Marketing Studies

Customer Satisfaction Modeling in Hotel Industry: A Case Study of Kish Island in Iran

Article excerpt

Abstract

Purpose- Hotel Industry is one of the most substantial factors for Tourism Industry. It could provide the necessary substructures for Tourism. Therefore the growth in Tourism industry depends on growth in Hotel industry. Hotel industry had a major growth in recent years in Iran; therefore the purpose of this paper is to explore the customer satisfaction in hotel industry. This paper aims to identify the relation between customer satisfactions as dependent variable with other independent variables such image, customer expectation, service quality, perceived value, locality, and complaining behavior. The second goal of this study was to propose a customer satisfaction model for hotel industry in Kish Island (IRAN). Therefore, the findings of this study will contribute to both hotel management and tourism industry improvement in Iran.

Design/Methodology/approach- A proportional simple random sampling of Iranian visitor to Kish Island were drawn. In this study the researcher had used two different kinds of samples. The first sample was customers of three different hotels of 3 stars, 4 stars, 5 stars which are immeasurable and unlimited. The total number of hotels with the rating of 3 stars, 4 stars, and 5 stars were 22.

Findings- The correlation of image, customer expectation, service quality, perceived value, and customer loyalty are significant enough to show the correlation with customer satisfaction in hotel industry in Iran, furthermore the correlation of complaining behavior and customer was weak and negative, complaint behavior and customer satisfaction is negatively related, which means the lower complaint behavior was, the higher customer satisfaction obtained.

Originality/Value- From a theoretical point of view the results of this study illuminate the relationship between customer satisfaction with variety of factors in Iranian hotel industry. From practical point of view, it explains why certain customer has more trust, experience, loyalty in particular hotels. It is hypothesized and demonstrated empirically that customer satisfaction.

Keywords: Customer satisfaction, Service marketing, Customer loyalty, Hotel industry, Tourism industry

(ProQuest: ... denotes formula omitted.)

1. Introduction

Hospitality and tourism Industry has become one of the substantial industries in global industries. Services offering from hospitality industry are necessities because of change in lifestyle. Therefore, to fulfill the demands of growing market, the hospitality market tried to grow and compete with others in market place by meeting consumers needs. Hotel Industry is one of the most substantial factors for Tourism Industry. It could provide the necessary substructures for Tourism. Therefore the growth in Tourism industry depends on growth in Hotel industry. Hotel industry had a major growth in recent years in Iran. However it is not comparable with other countries growth. Two factors lead to growth in Hotel industry. The first one is providing investment opportunities, and the second one refers to increasing customers and the number of travelers. In order to encourage the potential customers to travel, it is necessary to make them satisfied. Customer satisfaction will lead to repurchase intentions and positive word-of-mouth.the significance of this study was its potential contributions to both hotel management and tourism industry improvement in Iran. Services offering from hospitality industry are necessities because of change in life style. Therefore, to fulfill the demands of growing market, the hospitality market tried to grow and compete with others in market place by meeting consumers' needs. In order to understand the success rate of hotels, the effect of customer satisfaction and customer loyalty has been a substantial factor. MC Dougall and Lévesque (2000) indicated that service quality, and perceived value are both predictors of customer satisfaction and customer satisfaction has a direct relationship with the repurchase intentions should be analyzed. …

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